An empirical investigation of ethnic food consumption: A perspective of majority ethnic group

Purpose - Due to globalization and latest immigration patterns, ethnic subgroups are emerging in almost all the advanced countries resulting in significant increase in ethnic food consumption; to which many issues are attached which are not adequately addressed in marketing literature. Recently, marketing researchers have started paying attention to different perspectives of ethnic consumption in intra-national contexts. Halal is one of such fastest growing ethnic food in western societies. The purpose of this paper is to quantitatively study Halal food consumption in majority ethnic groups in relation to possible resistances and acculturation in multicultural society of UK. Design/methodology/approach - The questionnaire survey was used to collect data. Findings - The model was developed by using structural equation modeling (SEM) which shows that both consumer animosity and consumer racism negatively affect willingness to buy Halal food by majority ethnic groups whereas ongoing acculturation moderates these relationships. Research limitations/implications - The main limitation of this study is use of a combination of convenience sampling and snowball sampling. Practical implications - The findings can guide ethnic researchers and food marketers to devise prudent marketing strategies to deal with ethnic food consumption issues. Social implications - This study will bridge a gap in ensuring intercultural harmony by dealing with a market reality. Originality/value - This work has a potential to instigate future research in much needed area of changing food consumption behavior in multicultural societies and its implications.